1. Your Gateway to Online Audiences
Integrating Social Media
into Organizational Communications
Master Class/Advanced Level
@EricSchwartzman
NRECA
May, 2010
Creative Commons Attribution-Noncommercial-No Derivative Works 3.0

2. Online Communications Consultant
•New Media Strategy Clients:
•New Media Training Clients:
•New Media Communications Clients:
2

3. Social Media Podcast
www.ontherecordpodcast.com 3

4. Social Media Boot Camp
4

5. What Makes Social Media Exciting?
Cairo Speech “Obama” Peak “Freedom” Peak
5

6. Professional Development Strategy
Source: 2009 Digital Readiness Report
6

7. Business Case for Engagement
Source: 201o Edelman Trust Barometer
7

8. Stakeholder, Not a Shareholder World
Source: 201o Edelman Trust Barometer
8

9. Multiple Information Sources Enhance Credibility
Source: 201o Edelman Trust Barometer
9

10. Premise: Encourage Walk In Traffic
Website
10

11. Increase the Number of Entry Points
FB Fan Page
Podcast
Twitter
Website
Blog
YouTube
11

12. Expands Your Footprint and Network
FB Fan Page
Linkedin
Podcast
Twitter
Website
Blog
YouTube
Slideshare
12

13. Social Media Strategy
13
Brian Solis

14. Online Demographics
14

15. Conversations have Demographics
Generation Gap
Source: Forrester Research
15

16. Online Communications: Main Course
website Email=+
++
search
16

17. Meat and Potatoes of Online Search
1
2
3
Source: Universal McCann
17

18. The Meat: Destination Website
18

19. Direct Communications
19

20. Integrating Social Media
Source: Toyota Online Newsroom
20

21. Integrating Social Media
21

22. Integrating Social Media
22

23. Integrating Social Media
23

24. Integrating Social Media
24

25. Integrating Social Media
25

26. Online Crisis Communications – Demand Spike
26

27. Crisis Communications Template
Standard Black Box
Homepage Homepage
Black
Box
Background No Background
Image Image
Crisis Footer
Standard
Footer
27

28. HealtheBay.org
Data Visualization in Online Newsrooms
28

29. HealtheBay.org
Conversation Worthy, without Comments
29

30. HealtheBay.org
Widgets in Online Newsrooms
30

31. HealtheBay.org
Socializing Data from Online Newsrooms
31

32. Transparency Fosters Empathy
Source: US Federal Government
32

33. Transparency Fosters Empathy
Source: http://www.recovery.gov/Transparency/RecipientReportedData/pages/RecipientReportedDataMap.aspx?State=IL&datasource=recipient
33

34. Ambiguity Fosters Skepticism
34

35. Opacity Breeds Hate
35

36. IT Dashboard
Source: US Federal Government
36

37. Open Platforms
37

38. Dynamic Media: Data Visualization
Color
Coded by
Size
Outage
Street Level
Detail
38

39. Potatoes: Email
Source: Universal McCann
39

40. Email Resource: Sending Large Files
40

41. Jedi List Synchronization
41

42. More Potatoes: Case Study: Press Release SEO
42

43. SEOed Press Release
43

44. SEOed Press Release
44

45. SEOed Landing Page
45

46. Check Keyword Volume in Google Trends
46

47. Citation Indexing
SEOed Site
Landing
SEOed Press Page
Release
Wiki
News
Hit
Blog
Hit
Online
Newsroom
PR
PR
PR
PR
PR
47

48. Online Communications
New Media
Crowd Sourcing
Monitoring Email
Activity Streams Website SEO
Social Networks:
Blogs/Podcasts
Object Oriented
Social Networks:
Pure Plays
Social Media
48

49. Socially Distributed Problem Solving
49

50. The Challenge: Intimate Media
Source: Universal McCann
50

51. Edgework: Enterprise Wide Engagement
center
edges
world
Source: Cobalt123
51

52. Mainstreaming Public Disclosure?
People Policy Process Technology
52

53. Policy Elements Transparency of
Public
Information
Penalties Respectfulness
IT Policy Privacy
Social Media
Legal Matters
Policy Confidentiality
Crisis
Diplomacy
Considerations
Conflict
Disclaimers
Resolution
53

54. Building a Stakeholder Coalition
Dept. Risk Opportunity
HR Existing policy Goodwill with work
violations; policing force; recruiting
IT Information Reduce network and
security; data loss desktop support
requests
Legal Copyright, free Better corp.
speech, libel and oversight; tighter
audit trails controls
Marketing Aggravate brand Enable market to
fracture self-educate
Customer Service Perceived Reduce call center
productivity loss demand
PR Negligible Unfiltered
communications
PA Negligible ID opposition points
IR Selective disclosure Better shareholder
communications
54

55. www.SocialMediaPolicyTemplate.com
55

56. Case Study: Social Media Policy at DoD
Challenges:
• Competing Agendas
• Disengaged Command
• Operational Security
• Blocking Access
U.S. Navy Adm. Mike Mullen,
chairman of the Joint Chiefs
of Staff
56

57. Case Study: Social Media Policy at DoD
Approach:
• Stop Blocking
• Initiate a Thawing Effect
• Self Educate DoD via Access
• Follow Up with Additional Policy
Development
Source: DoD Social Media Policy [PDF]
57

58. Case Study: DoD
Irony:
• Trust and Confidence
• No More Wars on Abstract
Concepts
• Every Service Member a
Spokesperson
58

59. US Dept. of State
Photo by: USAID_IMAGES
59

60. Sunlight is the Best Disinfectant
Source: Dennis Collette
60

61. Social Media Communications is a Team Sport
Photo by o0besesed
61

62. Team Tweeting
Team Tweeters
News Stands
Alone
Conversations
are Owned
62

63. Team Tweeting
63

64. Turn Good Customer Service a PR
Photo by Stu Spivack
Inspired by “Twitterville” 64

65. Case Study: Crowd Sourcing Customer Service on Twitter
65

66. Customer Service as PR
1 2
3 4
66

67. Converse, Don’t Sell
Think Conversational
Rather than Solicitous
Inspired by “Trust Agents” – Pg. 197 67

68. New Rules of Engagement
68

69. Participate
69

70. Trustworthies Convey the Good & the Bad
70

71. No Where to Hide from Social Media
Social browser widget
Website as online
social object
71

72. Strategic Recap: PSNH Case Study
72

73. Strategic Recap: Internal vs. External Platforms
Regulations Resources Policy Best Practices
Social Media
New Media
Linkedin
Websites
Twitter
SEO CorporateWebsite Facebook
Email
YouTube
Visualization
Flickr
Objectives
Informational Transactional Social
73

74. Coordinates
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
74

75. Subscription Kiosks
Subscription
Kiosk with RSS,
Email and
Sharing
The Subscription Kiosk should be used as a
function element on every page within the
online newsroom.
75

76. Subscription Kiosks - RSS
Clickable RSS
Text and Icon
Step One – Visitor clicks
the RSS text or icon.
76

77. Subscription Kiosks – Custom Feeds
Help
Screen
Sub
Category
Feed
Category
Feed
Sub
Category
Feed
Generates
Custom
RSS Feed
77

78. Subscription Kiosks – One-Click Import
Close Option
One Click Subscription
to Google Reader or
iGoogle
Subscribe via
Internet Explorer or
Firefox
View Raw RSS
Feed
Step Three– Branded icons help
visitors move their subscriptions
into their RSS reader of choice, 78
subscribe via browser or view a raw

79. Subscription Kiosks – Email Alerts
Clickable Alerts Text
and Icon
Step One – Visitor
clicks the Alerts text
or icon.
79

80. Subscription Kiosks – Email CAPTCHAs and Confirmations
Subscriber
enters email
address
CAPTCHA Code
function with
audio
accessibility for
visually
impaired
visitors
Confirmation
message
80

81. Subscription Kiosks – Email Authentication Links
Email Sent
from Online
Newsroom
Domain
Unique URL
Step Three– Visitor clicks on an unique
hyperlink sent to the registered email
address from the newsroom’s domain.
81

82. Subscription Kiosks – Email Category and Sub Categories
82

83. Subscription Kiosks - Sharing
Clickable
Share Text
and Icon
Step One – Visitor
clicks the Share text
or icon.
83

84. Subscription Kiosks – Sharing via Social Networks
Clickable Share
Text and Icon
Forward via Email
Format to Print
Page Title, Website,
Category, Publisher
(Specific to General)
Permalink
Facebook CAPTCHA
84

85. Subscription Kiosks – Sharing via Email
Recipient’s Email
Optional
Comments Field
CAPTCHA
User Comment
Page Title URL 85

86. Experts Database
Expert Database Search Results Expert Detail Page
Sort By Option
Paginated Results
Searches “Area of
Expertise” field
(manually entered)
Thumbnail Image
Newsroom Links
86